Google Ads Management & PPC Advertising

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Use PPC pay-per-click advertising through Google Ads (formerly Google Adwords) to show your ad in search results exactly when someone is searching for your products and services.

Whether you want to drive website visits, get more phone calls or increase store visits and sales, you can advertise in a highly targeted way to reach your ideal customer within your set budget.

If you want quick results or to immediately drive traffic while you work on improving your website’s SEO, Google Ads can get results for you. Check out our Google Ads Management Services and learn more about PPC Google Ads below.

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What are Google Ads?

Google Ads is an advertising system in which you bid on keywords related to your ads so those clickable adverts will appear in Google’s search results.

Since advertisers pay for clicks, this is how Google makes money.

Depending on the competitiveness of the keywords you’re bidding for and the relevancy of that keyword to conversions for your company, Google Ads may or may not work for your business.

However, in most cases Google Ads is an effective advertising platform for businesses, if you don’t waste your money on the wrong keywords or poorly structured ads. This is where professional ads management can assist.

Well managed ads campaigns can help get more calls to your business, increase visits to your online store or drive people to your website, among other goals.

Google Ads Find out more about advertising with:

Search Ads

Google Search Advertising

Google search ads appear near Google search results when people use terms relevant to your ads keywords. These ads are mainly text based. Search advertising can be used for sales, leads and to drive website traffic. These are the most common type of PPC ads.

Display Ads

Google Display Advertising

Google display ads are visual and banner style ads that appear on Google network sites which support advertising. There are also options to manage placements on certain sites. Display ads can be plain text or image ads.

Mobile Ads

Google Mobile Ads

Mobile ads are designed to reach your customers while they’re on the go with ads tailored to mobile devices. Mobile ads can be text, image, app promotion or call-only ads.

Video Ads

Google Video Ads with YouTube

Google Ads for video enables you to display video ads in YouTube search results or before, during, and after videos on YouTube and the Google Display Network. Demographic targeting helps to reach the right audience.


Google Remarketing Ads

Remarketing is a way to connect with people who have previously visited and interacted with your website or mobile app. It allows you to strategically position ads in front of those visitors as they browse on Google and partner websites, helping you raise brand awareness or provide another opportunity to make a purchase. Remarketing ads appear on Google’s Display Network.

Shopping Ads

Google Shopping Ads

For retailers, shopping ads are used to promote inventory with product listing ads. The ads can boost traffic to your website or store and attract qualified leads. Shopping ads use product data – not keywords – to decide how and where to show your ads. Ads can appear in Google search, Google Display Network and on Google search partner websites.

Benefits of Pay-Per-Click Advertising

Pay-per-click advertising helps you get in front of customers when they are searching for products, services or businesses like yours in Google Search and on Google Maps.

You only pay for results, such as clicks on your advert, hence the name pay-per-click advertising.

Google Ads (formerly Google AdWords) gives control of your advertising costs with a budget cap, so you’ll never spend more than your monthly limit and you can start and stop your ads at any time.

Pay-per-click advertising can help you:

  • Show up in search results when people search for what you offer
  • Capture attention with display ads and images
  • Bring your business story to life with video ads
  • Show off your inventory with shopping ads
  • Promote your app with app campaigns

In most cases PPC advertising should not be your sole marketing channel. However, as part of your holistic digital marketing mix, Google Ads is effective at driving quick results, highly measurable and works faster than SEO.

PPC ads dominate the search results pages, but keep in mind that once you stop paying your visibility disappears. We recommend PPC advertising in conjunction with wider web marketing activities (check out our expert Perth SEO services for more info).


Want To Find Out More? Speak To White Chalk Road Today

Expert Google Ads Management Perth

Need expert help with Google Ads Management? Talk to the PPC Advertising specialists at White Chalk Road.

Whether you’re not getting results from your existing Google Ads (formerly Google AdWords) account, or you want to start your first ads campaign, you can rely on WCR’s Google certified Ads specialists to get results.

As a Google Premier PPC Advertising Partner, we’re dedicated to your success.

Premier status is a level of recognition reserved for Google’s most valued agencies and is achieved through high performance in client Google Ads accounts as well as demonstrated knowledge and expertise across Google’s advertising products.

Partnership also provides access to the newest features in Google Ads, which can be implemented in client accounts often before your competitors.

Get help with your Google Ads Management to start advertising online.


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Google Ads Management Process

You will be appointed a Google Ads specialist to manage your account. Google Ads Management includes:

Account Setup/Review

Includes standard account setup (or review and restructure of existing account setup) and campaign setup based on research.

Monthly Account Optimisation

Update and optimisation of campaigns, create new ads, modify keywords, refine targeting, apply suggestions, update account structure based on your requirements.

Monthly Reporting

We provide a written monthly report of account performance

Fees/Ad Spend

You pay a management fee to White Chalk Road. Ad spend is paid direct to Google from your credit card, so your Google Media Spend is completely transparent.

Find out more about Google Ads Management and how PPC Advertising can benefit your business.

Benefits of Google Ads Management

Google Ads management can save you time and money and help keep control over your online advertising campaigns.

The more efficiently your Google Ads account is set up, the quicker you will see results without blowing your budget.

Your account should be structured so it’s highly relevant to your website and the results you want to achieve.

While Google Ads has a lot of possibilities to run automated campaigns, those campaigns still need to be monitored and optimised based on performance targets.

When you’re spending money to get results, advertising is never a set and forget strategy.

In addition, with many ad types available and regular changes to the Ads platform and best practices, professional Ads management can ensure you’re always getting the best from your advertising.

Need Help With Your Google Ads? Speak To White Chalk Road Today

Frequently Asked Questions about Paid Search (PPC)

Here are the answers to some common questions that clients ask about paid search advertising or PPC.

If you don’t see your questions here, or you want more information, contact us today to speak to one of our team.



Paid Search or SEO – Which is Best?

If professionally implemented, SEO can offer a higher return on investment than any other marketing strategy either online or offline.

Naturally showing in search engine ranking positions (SERPs) is a great way to attract first time visitors and can largely determine the reach of your online marketing strategy.

While SEO takes longer to build and achieve organic position, it is the most cost effective long term online marketing strategy.

What Does Paid Search Marketing Offer?

PPC offers immediate results and exposure of your brand and products. It can be used to:

  • Target your ideal demographic
  • Increase brand awareness
  • Generate new qualified sales leads and measure their cost of acquisition
  • Faster results and more control over budget

We most often recommend a blended marketing approach combining both PPC and SEO to achieve client marketing goals.

How Will I be Charged for Paid Search Advertising?

There are several bidding styles depending on the goals of your campaign. Options include:

  • Cost-per-click (CPC) / Pay-per-click (PPC) – the most popular option for paid search ads. This means you do not pay when your ad is shown, only when a user clicks on your ad to view your website
  • Cost-per-thousand-Impressions (CPM) – Best for using if your goal is brand awareness and reach – you pay per thousand times your ad is shown
  • Cost-per-acquisition (CPA) – Also known as cost per conversion. You pay when a user completes a goal on your website (this could be submitting a contact or quote request form, a transaction, a download, a newsletter sign-up etc).

These are the main bidding types for search and display ads. There are also other options for video advertisements.

If you have paid search management from White Chalk Road you will be charged a management fee each month, payable to WCR.

Your advertising budget is paid directly to Google (or whichever advertising platform used) via credit card and based on the budget you have set.

Have A Question? Ask Our Professional Team

PPC Glossary, Pay Per Click Advertising Terms and Meanings

To help you increase your understanding of PPC or pay-per-click advertising terms, we’ve assembled this basic glossary of the most common words and acronyms used.

Paid Search

Paid Search results are the listings that appear on search engine results pages because they have paid to be included. They are usually located at the top of the results list in the area with a lightly coloured background or at the right-hand side of the results page.


Pay-Per-Click. Essentially another term for paid search, although PPC covers paid search text ads as well as remarketing and display ads on the display network. The term refers to the fact that an advertiser only pays when a user clicks on their ad, not when the ad is shown to users (known as an impression).

Display Advertising

Image/banner advertisements on the internet. These are usually run through the Google Display Network.


A remarketing campaign will show text or display advertisements specifically to internet users who have already visited your website. When they visit specific pages on your website they will be added to your ‘remarketing list’ and your ads will follow them around the internet, displaying on other websites they visit if those sites are part of the Google Display or AdSense Network.

Google Ads (formerly Adwords)

The most popular and powerful online advertising platform. This allows you to manage and run ads.


An impression occurs when your ad is shown to an internet user. This happens each time they search for a keyword you’re bidding on or they visit a website that is part of the Google Display or AdSense Network you are targeting with display or remarketing ads. You do not pay for impressions, you only pay when a user clicks on your ad.


The number of times an internet user has clicked on your ads.


Click Through Rate. Of those who saw your ad, CTR is the percentage who clicked on it. (i.e. clicks ˜ impressions x 100).


Cost Per Click. The average cost Google Ads charges you each time someone clicks on an ad.


Cost Per Acquisition/Cost Per Conversion. Not everyone who clicks through to your website from one of your ads will complete a conversion (such as make a purchase or submit a quote request). The CPA is the total cost of your clicks divided by the number of conversions achieved.

View-through conversions

A View-through Conversion happens when a customer sees your ad but doesn’t click on it, then later goes to your website themselves and completes a conversion (makes a purchase, contacts you, requests a quote etc). This is different from a Click-through Conversion, which happens when a customer clicks on an ad and then completes a conversion on your site straight away.


The Cost Per View-through Acquisition/Cost Per View-through Conversion.

Negative Keywords

Negative Keywords are terms that Google could mistakenly deem as related to your ads unless told otherwise. For example – showing ads for a Jaguar car when someone is advertising for tours of a Jaguar animal sanctuary – by adding ‘Jaguar car’ as a negative keyword to this campaign the ads would no longer show for that term.